ATG Terminates Sponsorship with Hockeyettan

Swedish operator ATG has terminated its sponsorship and rights agreements with Hockeyettan ice hockey. The agreements were written over three years, but terminated after one year.

The collaboration with the Hockey Team has not worked in the desired way, which is why we are canceling the collaboration, says Katarina Widman, Chief Commercial Officer at ATG.

According to the rights agreement with the Hockey League, the league organisation’s clubs must, among other things, deliver television broadcasts from the matches, something that the vast majority did during the season, but not all.

Unfortunately, during the season there have been and still disagreements within the Hockey League regarding the rights agreement, which of course makes it difficult to work together, Katarina Widman concludes.